Getting to Know…CONTENDER

Going by the name CONTENDER, this Chicago based advertising agency embraces the spirit of the undiscovered underdog. A lean, fearless agency built from a rare mix of talent – artists, strategists, and makers with champion-level skills and something to prove. It is underestimated by design, but ready for any challenge.

CONTENDER’s head of project management, Reseda Westbrook, spoke with LBB about how their team embodies the spirit of the underdog.

LBB> Tell us a bit about CONTENDER – when did you form and why?

Reseda> Founded in 2021, we set out to unite a collective of artists and scientists from advertising, entertainment, and technology – combining data with cultural insight to uncover unexpected patterns, reveal hidden intersections, and craft powerful content that helps brands earn their place in the moments and movements shaping culture.

LBB> What’s the story behind your name?

Reseda> We go by the name of Contender, because even though we have assembled a unique collection of championship caliber talent, with an unmatched mix of professional and personal experience, to help us deliver on our mission to create a paradigm shift in the ad game, we fight hard to maintain the spirit of the underdog.

Because the underdog is always grinding in the shadows, walking around with a chip on their shoulder, working like they got something to prove. It’s what keeps us hungry. It’s what forces us to always act like a challenger. It’s what makes us unstoppable.

LBB> Tell us about up to three campaigns that epitomise what you do as a company.

Reseda> ‘Stay Up’ – a campaign aimed at college students that pivots off of a colloquial statement used as a salutation, which we co-opted to encourage students to stay on their grind as they strive to make all their dreams come true, in the face of any and all challenges.

‘Lessons Campaign’ for Cheez-It, a campaign created in partnership with Fallon, to introduce the brand to basketball fans where as a sign of respect, we acknowledged that the brand was new to the game by partnering with NBA superstar Jimmy Butler to school Cheez-It’s mascot Cheez in bite-sized clinics about on and off-court codes.

Spread The Love – a campaign that tapped into a viral trend where gen z was expressing a desire for the kind of love celebrated in ‘90s R&B hip-hop with a Boyz II Men inspired campaign that sang the praises of Black-led products found at Walmart.

LBB> Give us a fun fact about your company.

Reseda> In the agency’s very first pitch, one of the clients chimed in that Kristian (May Stewart) was the discipline and Robert (Clifton) is the disruption.

LBB> What are your strongest opinions about your industry?

Reseda> The messaging we put into the world packs the same punch as all of the other artforms, like poetry, paintings, music, movies and yes magic.

LBB> What are you proudest of as a company?

Reseda> That our purpose is to create an equal exchange between brands and consumers – a win-win, where the consumer gets as much out of the interaction as the brand does.

For example, when we celebrated the late Houston underground hip-hop legend Fat Pat, by using his hit ‘Top Drop,’ to score a Walmart Easter TV spot; when we added another chapter to the classic film ‘Love Jones’ by bringing Lorenz Tate and Nia Long back together for a Walmart Holiday ad, spurring a wave of social posts calling for a remake; or when created ‘The League of Black & Unlimited Dads’, a four-minute plus animated ode to fatherhood created in partnership with the animators behind the Boondocks.

LBB> What are some upcoming projects our readers should keep an eye on?

Reseda> We’re working in partnership with Leo Chicago on some amazing work for Froot Loops and Frosted Flakes that weaves both brands into the culture, seamlessly.

LBB> Where can we check out CONTENDER online?

Reseda> You can follow the rise of Contender at Instagram, LinkedIn and on our website